Millennials are turning to mobile at every phase of the cooking journeyÛÓ deciding what to make, learning how to prepare it, and actually cooking or baking ÛÓ and smart brands are there to help in each micro-moment. 27% said they were likely to be sharing the baking experience with a spouse, friend, or child.
"Through research with mcgarrybowen and Kraft Foods, Google found that, while people older than 35 are more likely to print out a recipe, 59% of 25- to 34-year-olds cook with either their smartphones or tablets handy," Jenny Cooper wrote for ThinkwithGoogle in "Cooking Trends Among Millennials: Welcome to the Digital Kitchen."
"Their research indicates that 25- to 34-year-olds prefer the culinary process as much as the finished dish: They want to dive into everything, experiment with new recipes, and learn new skills."
"We see through secondary research that millennials are cooking more," says Anna Conroy, planning director for mcgarrybowen. "It isn't a chore as much as an ability to create an experience."
The spark phase
"The cooking journey starts with a spark ÛÓ a curiosity about what to cook. 31% say that choosing what to cook was the least enjoyable part of the cooking process," Cooper said.
"They turn to search for help, and the top 100 food search terms tend to be broad in nature ("dinner ideas," "healthy recipes," and "slow cooker recipes," for example). Search interest for "best recipes" on YouTube is up 48% year over year."
"While nearly one-third of millennials say they don't enjoy choosing what to cook, it certainly doesn't deter them from being creative. Google's research shows that, for a quarter of online millennials, the most important part of cooking is adding a personal touch to make a recipe unique."
"Take "food hacks," (kitchen tricks that make cooking easier and more fun), for instance. 41% of the millennials we surveyed are interested in them," Cooper wrote.
"For brands: Tap into millennials' curiosity ÛÓ and their broad recipe searches ÛÓ with specific cooking ideas. Turn the stressful experience of deciding what to make for dinner into a fun exploration."
The preparation phase
"Millennials have subscribed en masse to food channels on YouTube, and 75% of the growth in viewership is coming from mobile devices. How-to content related to food on YouTube is incredibly popular, with 419 million views in 2014. "How to Cook That" is one of the ten most popular how-to searches on YouTube. And keep in mind that these searchers aren't necessarily experts in the kitchen, so they're often looking for practical advice," Cooper said.
"When they do go beyond the basics, it's usually in search of an unique ingredient or a new flavor. And this adventurousness extends to millennials' choice in brands: 40% of millennials said they choose a brand featured in a recipe because it adds a unique flavor."
"For brands: Be there during the discovery and consideration stages. It's not just about your product, but what millennials can do with that ingredient or tool. Help them develop the techniques required to make interesting meals with your product."
The cooking phase
"Questions like "What temperature to bake chicken?" are increasingly asked from mobile devices, and 68% of millennial moms said that they also watch videos while cooking. And if hands are occupied, voice search becomes indispensable: 23% of adults use it while cooking."
"While they wait for the oven to preheat, maybe they realize they're running low on salt. In fact, 39% of consumers report having made a purchase of some kind from their kitchens."
"Now, where are the dinner guests? More than likely, they're in the kitchen, too," Cooper said. "Millennials aren't cooking alone; 27% said they were likely to be sharing the experience with a spouse, friend, or child. This is helping millennials see cooking as an opportunity to spend quality time with family and friends, not as a chore ÛÓ which is something Kraft has seen."
"For Kraft, we believe it's about not only asking what we can do to help consumers create a better dish ÛÓ but what we can do to help consumers achieve a better experience across the board," says mcgarrybowenÛªs Conroy.
"For brands: Think beyond the recipe and how-tos, and consider ways to promote a fun and social cooking experience for millennials, whether their family and friends are in the kitchen or across the country."
You can help your advertisers reach these kitchen fanatics by reaching out to the baking audience specifically. AudienceSCAN research found that 27% of Americans enjoy baking cakes, pies, breads or desserts in their spare time. Bakers are 29% more likely than average consumers to be members of churches, temples, mosques or religious organizations. They are 26% more likely than average to have children aged 2–5. They could be on the hunt for discounted baking tools ÛÒ say, a standing mixer ÛÒ because 38% purchased something online on Cyber Monday (Monday after Thanksgiving). Try hitting them with emails: 33% took action after receiving emailed ads or newsletters in the past 30 days.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.